The Scarlets Board is delighted to confirm the club has entered into an agreement for a new strategic partnership with House of Luxury LLC (HOL), an international luxury asset agency with a growing presence in global sport.
Under the terms of the proposal, HOL’s dedicated sports and entertainment investment division intends to acquire a majority stake in Scarlets and will assume non-rugby operational leadership in partnership with the current Board and guided by the club’s unique legacy and heritage.
House of Luxury (HOL), is a US global luxury asset agency behind landmark sales in ultra-prime real estate, sport, automotive and rare collectibles www.houseofluxurygroup.com with a dedicated sports and entertainments division and has confirmed its intention to acquire a 55% controlling stake in Scarlets.
The deal agreed in principle with the Scarlets Board this week, includes HOL leading off-field operational management at the club effective immediately. The club’s new partners will take up current financial liabilities and responsibility for commercial growth and future strategic vision reporting directly to the Scarlets Board, while working towards a full equity transaction.
HOL’s partnership comes at a pivotal moment as the Welsh Rugby Union (WRU) considers the future structure of its professional teams post 2027 with a critical need for stability and strategic leadership for the region. Scarlets will continue to work constructively with the WRU on the structural review
The new partnership is founded on Scarlets’ rich rugby legacy and driven by the ambition to grow the club and safeguard its future. David Moffett, former WRU and NZRU CEO, heads HOL’s sports and entertainment division and brings extensive rugby leadership experience. He will be supported by a world-class team of directors bringing rugby knowledge and vision.
- Dan Biggar, 112-cap Welsh international
- Andy Golding, leading brand strategist in sport
- Leanne Batts, innovation lead for NZ Rugby and digital sports strategist
The new investment partnership will bring:
- Immediate financial stability with House of Luxury assuming all current liabilities
- HOL strategic leadership and expertise to support commercial growth and helping shape future strategy during an unprecedented transition period for Welsh rugby
- Additional investment into fan experience, player pathways and global partnerships
- Leadership in navigating legal, structural and competitive reform within Welsh rugby
- A shared strategy and vision with the Scarlets Board to build a long-term, high-performance culture on and off the pitch and continue the club’s significant contribution to the local economy, society and culture throughout the west Wales region.
Scarlets Executive Chairman Simon Muderack said: “Scarlets is a rugby club that has been at the forefront of Welsh rugby and an integral part of the community of west Wales for more than 150 years. We are all fiercely proud of what this club stands for and will continue to protect that legacy. This partnership is the start of a new era for our club, strengthening our position with new investment, new ideas and a shared ambition to return the Scarlets to the top of European rugby.”
“The new deal with HOL puts the Scarlets in control of its own future as we act boldly to move forward with a partner that will add significant resources and ambition. Crucially, it enables a future where Scarlets will continue to play in Llanelli, retain Scarlets’ strong identity and represent the whole of west Wales with pride.”
Kirsti Jane, House of Luxury Group Chief Executive said: “This is one of the most storied rugby clubs in the world and we believe it should be competing and winning at the highest level. We’re here to make that happen and help drive the Scarlets’ future success and protect its unique identity and legacy.”
Simon Kozlowski, HOL Chief Experience Officer said: “We’re not just here to preserve Scarlets’ incredible rugby heritage – we’re here to transform this club into a powerful engine for community prosperity. This partnership will create jobs, attract international investment to west Wales, and deliver an amazing experience for our fans. Our vision extends far beyond rugby to create lasting value for the entire region.”
KEY ELEMENTS OF THE NEW PARTNERSHIP AGREEMENT
- The Scarlets identity remains with same badge, colours, stadium and values.
- Supporter ownership principles continue with a direct relationship to fans maintained.
- Cultural integrity is protected, including championing Welsh language, community links and club heritage.
- Parc y Scarlets remains the home of the team with plans to grow stadium usage and fan engagement.
About House of Luxury LLC
House of Luxury is a US based luxury asset agency with global expertise in high-value assets, including sport, real estate and automotive. Its sports & entertainment division invests in teams with untapped potential, supporting them through capital, leadership and operational excellence. It is headquartered in Montana. In 2025, House of Luxury LLC was recognised as 34th on the 50 fastest growing businesses list by WPO (Women Presidents’; Organisation) and JP Morgan Chase.
About Scarlets: Scarlets traces its roots to Llanelli RFC (founded 1872) and competes in the BKT United Rugby Championship and Investec Champions Cup (EPCR). Scarlets represents three proud west Wales counties and is based at the iconic 14,870 seat Parc y Scarlets stadium in Llanelli, Carmarthenshire serving more than 20,000 young people each year through its successful community programmes.
More detailed biographies and LinkedIn profiles for HOL Board Members here: www.linkedin.com/company/houseofluxury-group/
- David Moffett
- Dan Biggar
- Andy Golding
- Leanne Batts
Scarlets Board of Directors: Simon Muderack (Executive Chairman), Jon Daniels (Managing Director), Tonia Antoniazzi MP, Philip Davies, Emyr Wyn Evans, Huw Evans, Sean Fitzpatrick, Ron Jones, Brian Jones, Rupert Moon, Derek Quinnell, Nigel Short, Glan Wise.